Description
Book SynopsisDrawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.
Table of ContentsChapter 1. Traditional and Contemporary Notions of Marketing Communications (Genevieve Bosah)
Chapter 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix (Ligia A. Trejo)
Chapter 3. Marketing Communication Planning for SMEs in Emerging Markets (Bright Senanu & Thomas Anning-Dorson)
Chapter 4. Communicating Corporate Social Responsibility Initiatives: A Focus on COVID-19 (Trum Kojo Kakra & Richard Kwame Nimako)
Chapter 5. Ithemba lilla nyuka (Hope is Rising): Responding to Customer Emotions During Uncertainties (Kelebogile Makhafola & Thomas Anning-Dorson)
Chapter 6. Perception of Integrated Marketing Communications Practice: Evidence from Rural and Community Banks (Ike Tandoh, Nicholas Oppong Mensah & Albert Anani-Bossman)
Chapter 7. Exploring Drivers of Performance in Advertising Firms in Ghana: A Per-spective of Attribution Theory (Henry Boateng, Ibn Kailan Abdul-Hamid, John Paul B. Kosiba & Robert Ebo Hinson)
Chapter 8. Using Social Media Communication to Enact Brand Purpose During a Global Health Pandemic (Charmaine du Plessis)
Chapter 9. Aesthetics Response to Point-of-Purchase Advertising and Purchase Inten-tions of Groceries (Kojo Kakra Twum, Andrews Agya Yalley, Kwamena Minta Nyarku, Masud Ibra-him & Godwyn Manful)
Chapter 10. Analyzing the Use of Social Media CommunicatioN Strategies in Indonesia and Malaysia: Insights and Implications (Fandy Tjiptono, Ghazala Khan & Ewe Soo Yeong)
Chapter 11. Integrated Marketing Communications in Emerging Economies - Conclusions and Recommendations
